The Power of Storytelling in Real Estate

Can you imagine trying to sell a home using only text? I think we can all agree it would be pretty difficult. The challenge is that people form a first impression in milliseconds. When they hear or read information, they’re only likely to remember approximately 10 per cent of that information three days later. If a relevant image is paired with that same information, people will likely retain 65 per cent of it three days later because it helps support the information and adds a unique story to what was told.

Visuals are memorable, effective and help people retain more information quicker. Visual Storytelling helps articulate your brand personality on everything from your colours, design and images to help paint a picture of what you stand for.

A long time ago, we had to rely on text and information to help sell a house, but so much has changed over the years. Now finding your dream home is as easy as just watching a video on your smartphone or swiping through pictures and videos on Instagram, Facebook or Snapchat.

While it’s great to see more and more real estate professionals incorporating social media use in their business, there seems to be a key element that the majority still miss whenever they use social media – engaging stories. Stories get your imagination going and help you begin to see yourself as part of it. Stories can capture your emotions and that’s what makes storytelling such a powerful marketing tool. So what are the stories you can share on your social media accounts?

Where the property is located is as important as the property itself. Provide information about the neighbourhood, what it’s known for, great places to hang out and what the schools are like around there. If there’s an interesting story behind the area, share that too! Interview some of the local neighbours and ask them their experience in the area. You can take a video of them talking about why they chose to live there, what they do in the area on the weekends, ask them their thoughts about the neighbourhood and what they like about the area.

Who better to convince your current client about the neighbourhood, then one of your past clients living in the area? We can all agree that it feels more reassuring to get advice from someone who understands you because they experienced what you’re currently going through. You can ask your previous client how their life has been since they moved to the neighbourhood and what they think about their new home.

Give the area a review yourself and share your thoughts about it. Don’t be afraid to be honest. Just because you earn a commission for each property you sell, doesn’t mean that the location is heaven on earth. Give an unbiased review of the area and do the same for the listings. People will appreciate it more if you tell them what you really think about the house and the fact that it will need some love and care. You can also consider giving them some recommendations on how the property can be improved.

An effective story is able to evoke the emotions of its readers. Whether it drives a buyer’s curiosity, develops their attraction to the property, or speaks to their hopes and desired lifestyles, a well-written story causes a buyer to form an emotional attachment to the property and hopefully call you to learn more about it! It plants the idea in their minds that the home not only has a place in their lives, but can also improve it, thus driving them to take action and reach out to you. And that’s the goal!